Fatal landing page mistakes you must avoid at all times

Updated on: 3 March 2017

You have used a lot of resources, time, and effort to aggressively market your brand and everything is headed towards the finishing line. One of the main factors that contribute to the success of your social media marketing, SEO, SEM, and affiliate marketing campaigns is the ability to optimize your landing page. Notably, some clients are still not fully decided when they arrive at the landing page but want something extra to convert. However, marketers often make the mistake of failing to perfect the landing pages and ultimately risk reduced ROI.

The following are fatal landing page mistakes that every marketer must avoid:

Using disconnected headline

Every time visitors hit an ad, they rarely have a clear idea of what is on the next page. If the landing page is not a continuation of the ad, the visitor will get disconnected and walk away. If the headline does not connect appropriately, the visitor will get a sense that the ad was false.

To get the right headline, it is important to prepare it with the Ad in mind and test the continuity. Besides, you must test the headline before publishing it so that only the best is selected. Even if it looks good to you; do not presume it is the ideal one. Make sure to A/B split test it at all times.

Talking to only one group of visitor

The brand landing page acts as a funnel for all the visitors from various marketing campaigns. The biggest mistake that marketers make is designing a landing page that talks about only one type of audience. The impact will be the conversion from only the favored group of visitors.

To avoid this mistake, it is important to ensure that the landing page has a numbered list of benefits. Think of something like … what you need to know about this item. Besides, the landing page should demonstrate to the visitor what other people are saying about the service under consideration. Finally, you should give the visitor a clear CTA that guarantees them that the action will be the best. For example, as opposed to “talk to our representative now”, you should go for “talk to an expert now”.

Failing to include incentives

Landing pages designed to funnel visitors from banners, displays, SEO and PPC mainly bring first-time visitors. If you do not add an incentive, the chances are that the visitor will not convert. Make sure to include the word “free” in the call-to-action to guarantee the visitor that the action does not have an obligation. If your page is an e-commerce website, consider including a coupon or discount to encourage more visitors to convert.

Not testing the pages variation

While you must have picked the best landing page builder and followed the recommended steps, failing to test the final page is a great mistake. What you consider to be the best is often different from what clients want. Notably, clients are very sensitive to colors, fonts, patterns, and image sizes. By preparing different variations of a landing page and split testing them, you can easily identify and pick the winning landing page.